Serviceplan takes a different Christmas road for Penny

Aldi’s ‘Kevin the Carrot’ from TBWA is leading the pursuit of M&S’s Paddington Bear on YouTube (1.2m views against 3.5m) although M&S is surely benefiting hugely from new film Paddington 2.

They do Christmas rather differently in Germany, with jollity definitely taking second place to emotion – in some ads anyway. And there’s lots of it here in ‘The Path’ for German retailer Penny from Serviceplan, positing Christmas as a time for reconciliation. Rival Edeko has taken this road in the past.

De trop? A bit preachy perhaps?

Not sure but it packs a powerful punch.

MAA creative scale: 8.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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